The costs and benefits of the Internet as a marketing and communications tool: the attitudes, perceptions and experiences within the non‐profit environmental sector in Scotland

Abstract

Discusses the findings of a study investigating the attitudes, perceptions and experiences of Scottish non‐profit environmental organisations and the costs and benefits of the Internet as a marketing and communications tool. Aims to ascertain whether the size of the organisation and the level of Internet use determines the perceptions and beliefs of non‐profit organisations within the environmental sector in Scotland and whether these factors also determines the costs and benefits experienced by Internet users. Finds that regardless of size or the level of use, organisations believe the Internet is a cost‐effective way to market their organisations and promote awareness. However, attitudinal factors affect the level of use by small organisations. Overall the organisations within the sample have indicated that the Internet is a low cost, high benefit marketing solution.